Three-Pronged International Retail Strategy to Roll Out Across Europe and Asia-Pacific
Discovery Enterprises International (DEI) announced the launch of international retail destinations and e-commerce web sites for Discovery Expedition, the new lifestyle, outdoor apparel and accessories brand for men ages 20-45 inspired by Discovery Channel. DEI will execute a three-pronged retail strategy: an e-commerce platform, store-in-store concepts and flagship stores across Europe and Asia-Pacific.
The phased launch will lead off with an English-language Discovery Expedition e-commerce site – http://www.discoveryexpedition.com – available across Europe. Beginning in 2Q 2012, store-in-store and pop-up shops will begin to launch across the continent.
In Asia-Pacific, a dedicated e-commerce site as well as flagship retail outlets and shop-in-shops will launch simultaneously in early 2012 across China, Korea and Southeast Asia. In China, signature Discovery Expedition flagship stores will open beginning 3Q 2012 with more than 200 retail point-of sale locations launching through the end of 2012. Signature stores offer consumers an immersive Discovery-esque retail experience where they can touch and feel the brand.
“With Discovery Expedition, we have created a unique blueprint for a variety of products that can be licensed to operators in different territories and tailored to the maturity and logistical needs of individual markets,” Nicolas Bonard, Senior Vice President, Discovery Enterprises International. “All Discovery Expedition branded products are top quality, and reflect the core DNA of the Discovery brand, embodying the spirit of adventure, exploration and innovation.”
The Discovery Expedition product line includes 25 items ranging from jackets, knitwear, sweatshirts and t-shirts, long sleeve shirts and denim trousers in a variety of bold and seasonal colors. Discovery Expedition products combine innovative technology with design excellence, creating a perfect balance between aesthetic and performance. All products will share key design and style elements including the Discovery Expedition shoulder tag, embroidered Discovery globe and inside collar label on apparel to ensure brand consistency. The initial range launches with an Autumn/Winter 2011 men’s collection, followed by a women’s line scheduled for a Spring/Summer 2012 launch.